Mondelez picks Spark Foundry

The Publicis-owned agency won awards for its past work with Ritz.
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With its global media assignments coming to an end, snack maker Mondelez has selected Spark Foundry as it new North American media agency partner.

Brands under Mondelez include Ritz, Chips Ahoy, Nabisco, Oreo, Belvita and others.

Mondelez had previously worked with the Publicis-owned agency under its old branding, Mediavest, but moved to Carat (owned by Dentsu Aegis) following a review two years ago. Some of  Mediavest’s work for the brand included the “Ritz To Go” campaign, which incorporated real-time transit and traffic data on digital OOH units to show the time remaining before a bus arrived with stacks of crackers.

The campaign was one of the case studies cited in Starcom Mediavest Group’s strategy Marketing Agency of the Year entry in 2016 (for which it was awarded bronze). The same campaign also won bronze at that year’s Internationalist Awards.

Kimberly Fontes, senior manager of communications with Mondelez International, said the review is an opportunity for the company to “address key changes such as programmatic, transparency and ecommerce, and better equip our company for the future.”

Mondelez is still on the hunt for a media AOR in AMEA, Latin America and MEU. Fontes said the company intends to finalize the effort in Q3.